Pacifico is going national for the first time, so they needed a campaign that shows the spirit that is brewed into every bottle. A spirit that reminds you not to get stuck in place, but to live life anchors up.
For OOH, we created a special series of billboards targeting people who Live Life Anchors Up, who follow their own compass to out of the way places. That meant using the least used billboards in the most remote places.
Social media presented a unique challenge. We wanted to celebrate our unique spirit but we also had introduce the product quickly. So, we did a bottle beauty shot, Pacifico style.